If you’re under 35, chances are you’ve Googled a money question and ended up on a TikTok or a podcast, not a life insurance website. And you’re not alone.
According to insights shared at CALI’s Wild for Life 2025 conference, Gen Z and Gen Alpha are far more likely to trust a person over a brand—especially when it comes to financial advice.
And no, it’s not just about hype. It’s about access and authenticity.
Let’s be real: if you're looking for advice on trauma insurance or how to protect your income, you're probably not starting with a corporate website. You're looking for real talk, someone who gets it.
That’s exactly why younger Aussies are turning to trusted recommendations—from podcasts, creators, or mates who’ve "been there, done that".
Azaria Bell shared how one big insurer sponsored a financial advice podcast, and the results? Clients started asking for quotes from that brand. Not because of a flashy ad—but because of who delivered the message.
"They trusted the insurer because it was endorsed by a person they’d been watching in a podcast for a number of years."
Gen Z are watching who you align with. And they’re loyal to the people they trust—not necessarily the logo they’re wearing.
There’s a reason the "influencer economy" is valued at over $24 billion globally. But in the insurance world, influence isn't about aspirational selfies. It's about relatability and lived experience.
Social media doesn’t just entertain—it educates. And when it comes to learning about income protection, trauma insurance, or managing money through a crisis, Gen Z doesn’t want a sales pitch. They want someone who’s done the research and lived the consequences.
It’s the digital equivalent of having a mate point you in the right direction—then calling the expert to sort the details.
Here’s another thing: Gen Z expects advice to be just as smooth as ordering Uber Eats.
That means:
- Being able to log in and make changes
- No clunky onboarding
- No playing phone tag for three weeks
Gen Z isn’t scared of insurance. They’re just allergic to outdated processes. If they can apply for a home loan in an app, they should be able to update their life insurance policy the same way.
If you’re trying to reach younger Australians, it’s time to stop thinking like a brand and start acting like a person. The research shows:
- Gen Z wants real, transparent advice
- They follow values, not logos
- Trust is built through education, not promotion
- Influencer partnerships matter (when they’re authentic)
That’s why at Skye, we do things differently. We believe your financial adviser should be someone who makes you feel seen, not someone who sells you a PDF full of jargon.
And if your insurance feels like it was made for your dad’s generation, let’s have a chat.
For the next gen, trust doesn’t start with a handshake in a boardroom. It starts with a DM, a podcast episode, or a creator explaining how their trauma insurance claim changed their life.
So whether you’re buying cover or helping someone else do it, remember: trust is personal.